Page 38 - ADNews magazine March-April 2022

Spotlight
creative solutions for modern busi- nesses. As we’ve developed our creative and strategic products, it’s safetosaywearenowseenasa progressive creative and strategic agency, delivering integrated ideas and experiences across all chan- nels, alongside we have expertise in the most critical disciplines for modern marketing, like social media, content, and marketing innovation. Additionally, we have launched in-house technology products and platforms like With Robots, an automated technology offering that improves the quality of creative in programmatic adver- tising and delivers brand consist- ency across digital ecosystems.
In 2021 we also launched Untold Fable, a global content pro- duction offering with a mission of diversity at its heart for on-de- mand production services across all media. agency services and project management.
What’s your point of difference?
Our goal - or passion really - is to be progressive in every sense of the word. We search for what’s next, which is the foundation every successful modern business needs. To tear a leaf out of famous ice hockey player Wayne Gretzky’s playbook: “Skate to where the puck is going, not where it’s been.” When the global pandemic took hold, we also re-invented what we stood for as a business – to become a true agency of change. We care deeply about cre- ating a more sustainable, happier, more liveable, and progressive world. Creatively, our goal is ‘Ideas that move the world for- ward’. This simple challenge sits within every brief to consider ‘How will this idea make our world a little happier, more inclu- sive, and a smarter, better place?’ While this creative ambition can be about new technology or pro- gressive social causes, it doesn't always have to be too lofty. It could be anything from creating a new perspective on a familiar problem, to creating communica- tions and tools that positively impact culture through empathy or even humour. We are also obsessed about using creativity to
“The culture at AnalogFolk has been a breath of fresh air to walk into. Being an ‘agency of change’ is so much bigger than the clients we go after, or the work we aim to do, but also the inclusive culture we create.”
Naomi Martin, associate creative director
drive effectiveness, because effectiveness is what all things are ulti- mately and rightly judged by.
What makes your team unique?
We’re a mix of all the best parts: people from advertising, digital, inno- vation and technology backgrounds. We have the yin and yang of tra- ditional big-ideas thinking and a fluency and true expertise in modern media formats that other agencies aren’t interested in, or simply don’t have the capabilities or experience to deliver. Most importantly, it’s the passion that everyone in the team has for moving the world forward.
Who is your ideal client?
Progressive people who are big thinkers, focussed on moving their organisation forward, prepared to take calculated risks and who rate success by effectiveness in the real world. Mutual trust is also critical to creating work - and we are very happy to be held accountable to clients who put faith in our recommendations.
What’s the dream brief?
We’re at our best working with brands with a very strong purpose that's actually linked to the value of the product. A dream brief can also include a need to modernise new channels and reach new audiences, and to deliver work in a way that has a societal impact, as well as a commercial one.
What are the top three pieces of work the agency has produced?
We obviously love all our clients and look to make the most of every brief. So, with that caveat:
Hyundai Four Second Car Reviews
This campaign is a favourite because it fuses creativity, humour, data and effectiveness so well. The idea taps into the fact that people’s average online attention span is now just 4.1 seconds, yet over 73% of all car buyers